Enabling B2B Buying With Charles Bernard

About Enabling B2B Buying With Charles Bernard

Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.

Publisher

Paul Kirch

Category

business · business

Language

en

Explicit

No

First episode

20 Aug 2025

Latest episode

29 Sept 2026

Latest episodes

29 episodes in the feed.

1. 

   29 Sept 2026

   How to Make Social Media Actually Drive Sales with Louise McDonnell

   For the short video summary, please click here (https://www.linkedin.com/feed/update/urn:li:activity:7510700297346904064). Watch the full video here (https://youtu.be/BQoC0Fnhjr4). In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch (https://www.linkedin.com/in/paulkirch/) speaks with Louise McDonnell (https://www.linkedin.com/in/louisemcdsocial/), marketing strategist, best-selling author, trainer, and founder of Sell On Social.media (https://sellonsocial.media/). They explore how a strong social media marketing strategy can help businesses turn visibility into trust, conversations, and ultimately sales. Louise has spent more than 17 years helping businesses develop marketing strategies that generate inquiries, sales, and sustainable growth. She has trained more than 30,000 businesses and written four best-selling books (https://www.amazon.com/stores/author/B07MQ9ZH92/allbooks?_encoding=UTF8&ref_=aufs_ap_ahdr_dsk_ab&pd_rd_w=tkNDy&content-id=amzn1.sym.7e190e19-9f6f-4df8-807a-5a7608594741&pf_rd_p=7e190e19-9f6f-4df8-807a-5a7608594741&pf_rd_r=144-1534298-3145631&pd_rd_wg=23tI6&pd_rd_r=28eb3a56-7bea-4005-a9c9-6642fbdf2024). One of Louise’s central messages is simple: businesses do not necessarily need more content. They need better content with a clear purpose. Posting every day will not solve unclear positioning, a weak offer, or a disconnected marketing strategy. Instead, Louise recommends starting with clarity. Businesses need to understand what they sell, why it matters, and what makes them different. Then, they need a conversion path that moves awareness toward a sales conversation. Content comes after those foundations are in place. Paul and Louise also explore why vanity metrics can be misleading. Thousands of impressions mean little if the content does not reach the right buyers or help them move forward. A successful social media marketing strategy should connect content to meaningful business outcomes. Storytelling plays an important role in that process. Louise explains that stories are currently among the strongest-performing types of social content because they create emotional connections. More importantly, your personal stories cannot simply be replicated by another person or generated from a generic AI prompt. The conversation also examines AI’s growing role in content creation. Louise believes AI should act as a co-pilot, not the pilot. Without a clear understanding of your positioning and differences, generic AI tools can produce content that sounds just like everyone else. Finally, Louise explains why businesses should stop treating social media as an isolated activity. Strong marketing connects positioning, content, lead generation, follow-up, and sales into one journey that makes it easier for the right people to take the next step. Social Media Marketing Strategy That Leads to Sales In this episode, Paul and Louise explore: Why more content is not always better The three Cs: clarity, conversion, and content How to turn social media attention into sales conversations Why vanity metrics can distract from real business results The danger of relying entirely on referrals Why differentiation matters before creating content How storytelling builds trust and emotional connection Using AI as a co-pilot instead of the pilot Why generic AI creates generic marketing Finding content inside existing conversations and materials Why outcome-based messaging helps buyers say yes How repeating core messages builds awareness One particularly useful takeaway is Louise’s distinction between creating and capturing content. Instead of constantly sitting in front of a blank screen, businesses can capture stories, insights, and advice already shared during customer conversations, workshops, presentations, podcasts, and other interactions. Those ideas can then be repurposed into marketing content. She also challenges the pressure to post constantly. According to Louise, even one strong post per week that genuinely connects with people can be enough. She recommends focusing on stories, conversations, comments, and genuine relationship-building instead of simply posting and disappearing. Resources Mentioned Sell On Social.media (https://sellonsocial.media/) Louise McDonnell’s best-selling books (https://www.amazon.com/stores/author/B07MQ9ZH92/) Collavia (https://collavia.com/) Enabling Buying methodology (https://enablingbuying.com/) Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu (https://buymeacoffee.com/paulcu) Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success (https://www.youtube.com/@Criteriaforsuccess). If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com (mailto:info@collavia.com). To learn more about the methodology behind the show, visit collavia.com (https://collavia.com/). Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ (https://collavia.com/category/podcast/) The post How to Make Social Media Actually Drive Sales with Louise McDonnell (https://collavia.com/social-media-marketing-strategy-louise-mcdonnell/) appeared first on Collavia (https://collavia.com).

2. 

   15 Sept 2026

   Greg Rosner on AI, B2B Messaging, and Building Buyer Trust

   For the short video summary, please click here (https://www.linkedin.com/feed/update/urn:li:activity:7505627793062547456). Watch the full video here (https://youtu.be/i_TiIvA5ixw?si=AbKDBo4mWuRC4uoQ). In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch (https://www.linkedin.com/in/paulkirch/) speaks with Greg Rosner (https://www.linkedin.com/in/gregrosner/), founder of Pitch Kitchen (https://www.linkedin.com/company/pitchkitchen/) and author of Storycraft for Disruptors (https://www.amazon.com/StoryCraft-Disruptors-Marketing-Beliefs-Conquer/dp/B0DJGJP4Y8), about AI in B2B sales, clearer messaging, and building buyer trust. Greg has spent more than 20 years advising B2B founders and helping companies communicate what makes them different. Greg believes AI can give salespeople more time for the work that matters most. Instead of spending hours on administrative tasks, they can use AI to support follow-ups, research, CRM updates, and other work surrounding the sales conversation. As a result, salespeople can spend more time building relationships. However, better technology cannot fix an unclear story. Greg explains that many B2B companies struggle to clearly communicate who they serve, why they exist, and what makes them different. That problem becomes even more important as buyers increasingly use AI tools to research companies and evaluate potential solutions. Paul and Greg also explore how AI in B2B sales can improve preparation. Greg uses AI to research prospects before meetings and analyze conversations afterward. This allows him to move beyond basic questions and focus on deeper discussions about what buyers actually need. Still, AI cannot earn trust for you. Greg points out that buyers may arrive at a conversation already informed by AI. At that point, the conversation becomes about fit and trust. The salesperson must create that human connection. AI in B2B Sales and the Power of Clear Messaging In this episode, Paul and Greg explore: How AI can reduce administrative work for salespeople Why clear B2B messaging matters more in an AI-driven market Moving beyond prompting toward collaborating with AI How AI can help buyers research solutions before a sales conversation Why salespeople need to ask deeper questions Using AI to prepare for meetings and analyze conversations Why AI can support trust, but cannot replace human relationships What CEOs misunderstand about adopting AI Why websites may become even more important as AI influences buying How a clear strategic narrative can align marketing, sales, and AI Greg also challenges the idea that simply giving employees access to an AI tool will transform a business. Instead, he believes leaders need to help people use AI to become more effective and deliver greater value to customers. Resources Mentioned Pitch Kitchen (https://www.linkedin.com/company/pitchkitchen/) Storycraft for Disruptors (https://www.amazon.com/StoryCraft-Disruptors-Marketing-Beliefs-Conquer/dp/B0DJGJP4Y8) by Greg Rosner Magnetic Messaging Framework (https://www.pitchkitchen.com/blog/what-is-the-magnetic-messaging-framework) AI Brand Twin (https://www.pitchkitchen.com/frameworks/ai-brand-twin) Brand Signal Score (https://www.pitchkitchen.com/brand-signal-score) Collavia (https://collavia.com/) Enabling Buying methodology (https://enablingbuying.com/) Greg created the Magnetic Messaging Framework, AI Brand Twin, and Brand Signal Score as tools for helping B2B businesses clarify and consistently communicate their story. Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu (https://buymeacoffee.com/paulcu) Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success (https://www.youtube.com/@Criteriaforsuccess). If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com (mailto:info@collavia.com). To learn more about the methodology behind the show, visit collavia.com (https://collavia.com/). Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ (https://collavia.com/category/podcast/) The post Greg Rosner on AI, B2B Messaging, and Building Buyer Trust (https://collavia.com/greg-rosner-on-ai-b2b-messaging-and-building-buyer-trust/) appeared first on Collavia (https://collavia.com).

3. 

   1 Sept 2026

   Carla Watt on Moving Beyond Founder-Led Sales

   For the short video summary, please click here (https://www.linkedin.com/feed/update/urn:li:activity:7500553383242518529). Watch the full video here (https://youtu.be/ClMA47KL4Ug?si=Nf8WmGdOyJ_wx4ix). In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch (https://www.linkedin.com/in/paulkirch/) speaks with Carla Watt (https://www.linkedin.com/in/carla-watt-sales-growth-partner/), founder of WattNext Consultancy, about founder-led sales and the challenges of building a scalable sales organization. Carla works with founders who are ready to move beyond selling everything themselves. She helps them build stronger sales structures, leadership systems, and teams. She is also the author of the forthcoming book The Accidental Sales Leader. Carla shares how she unexpectedly found her way into sales. She started in telemarketing, where she learned resilience and how to handle rejection. Later, she moved into sales leadership, training, and coaching. Eventually, she became a founder herself. Along the way, Carla discovered a common problem. Many founders know how to sell through instinct and determination. However, they struggle to turn that approach into a repeatable process that someone else can follow. Paul and Carla also discuss why founders often hire salespeople before their business is ready. Instead, Carla explains why companies need the right foundations first. Clear processes, organized data, strong onboarding, and defined expectations can help new salespeople succeed. Founder-Led Sales and Building a Scalable Team In this episode, Paul and Carla explore: Why so many people become accidental sales leaders What telemarketing taught Carla about resilience The gap between founder-led sales and structured selling Why founders struggle to let go of control How different learning styles affect sales training Why founders should build sales foundations before hiring How trust and networking create referral opportunities Why salespeople do not need to sell exactly like the founder The importance of practical experience in business education Resources Mentioned Watt Next Consultancy (https://wattnextconsultancy.com/) The Accidental Sales Leader by Carla Watt Collavia (https://collavia.com/) Enabling Buying methodology (https://enablingbuying.com/) Love the show? Support Paul and buy him a coffee to fuel the next episode: https://buymeacoffee.com/paulcu (https://buymeacoffee.com/paulcu) Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success (https://www.youtube.com/@Criteriaforsuccess). If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com (mailto:info@collavia.com). To learn more about the methodology behind the show, visit collavia.com (https://collavia.com/). Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ (https://collavia.com/category/podcast/) The post Carla Watt on Moving Beyond Founder-Led Sales (https://collavia.com/carla-watt-on-moving-beyond-founder-led-sales/) appeared first on Collavia (https://collavia.com).

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Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.